Soft-Tex invests in digital marketing to assist retailers

Soft-Tex International, a maker of specialty sleep bedding and accessories, has enhanced its digital marketing tool set and formed a digital marketing team—all to better serve its retailers.

The Waterford, New York-based company now deploys Salsify, a platform for product information and digital asset management, as well as Upfluence, which is described as an influencer marketing technology platform.

Salsify is a cloud-based tool that enables Soft-Tex to deliver customized, searchable product information and imagery to its retailers’ e-commerce sites. Upfluence is a technology platform that gives Soft-Tex the ability to help its retailers implement effective social media marketing and reach targeted “influencers.”

“Online customers can’t touch and feel a pillow, topper or mattress like they can in a store, so having the best tools to articulate differentiating factors online is critical. We feel that our new technology stack is comprised of the right platforms and systems to help us better highlight the features of our cutting-edge sleep and comfort technologies in such a way that attracts and converts new customers,” said Jeff Chilton, Soft-Tex chief executive officer.

The company’s newly named digital marketing group is led by John Timmerman, divisional vice president, and Taylor Jones, director of digital marketing. Erica Clancy has joined Soft-Tex as digital marketing coordinator.